Topshop in Stranger Things/Netflix deal for collection and 'experiences'

Topshop and Topman are linking up with the hugely popular Netflix show Stranger Things for its second series with the fashion retailer entering into a “360 relationship” that takes in fashion and entertainment in its stores.

Topshop

It’s an interesting move for the UK-based, Arcadia-owned chain as it underscores the importance of pop culture to its core audience and also the reach that Netflix has with 20- and 30-somethings in its biggest market.

For anyone who doesn’t know it yet, Stranger Things is set in the 1980s and is a supernatural thriller starring a resurgent Winona Ryder plus teen actors Millie Bobby Brown, Caleb McLaughlin, and Gaten Matarazzo.

Based on this, Topshop/Topman are launching a 28-piece capsule collection of clothing and accessories this Friday with graphic tees to the fore.

And the deal goes beyond just a collection with stores in London, Birmingham, Liverpool and Manchester featuring sets from the show as we head towards Halloween. For instance, the Oxford Circus flagship in London will host the Upside Down alternate dimension as well as the Hawkins Lab that lead character Will created.

Topshop said the deal is a key one as it helps it create an experience for its shoppers based on a show that “has cultural relevance” and is “very much a part of the zeitgeist”.

The London flagship will also be airing the first two episodes of season two the day before it reaches consumers’ screens.

It’s not the first fashion and wider product link-up for Stranger Things though with Netflix having out to a number of brands and stores to promote the series. It has already created a T-shirt featuring its pre-teen character that appeared on the Louis Vuitton runway and at a much lower price level, its themed merchandise at Target in the US is reported to be selling well.